Mahendra Kumar Shukla is an Assistant Professor in the area of Marketing Analytics at Department of Management Studies of NALSAR University of Law in Hyderabad, India. He holds a doctoral degree from Xavier Institute of Management, Xavier University Bhubaneswar, India. He is also the recipient of the coveted AIM-AMA Sheth fellowship. Prior to joining academia, he has worked with several global brands like John Deere, ITL & Jain Irrigation in the field of product design and marketing. His research interests are in the area of Marketing, Consumer behavior, marketing channels and product management.